The perfect time management system

December 29, 2020 by
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If you ever find yourself driven by the need to get organized, if you continually try new techniques or apps only to abandon them in favor of something else, if you are on a never ending quest to find the perfect time management system, stop.

Just stop.

Many productive, happy people don’t use a system.

The have a calendar. They write down what they need to do for the day. They have files they can turn to when they need something. And. . . that’s about it.

They don’t make elaborate lists with tags and contexts for every task. They don’t use digital reminders. A post it note is more than enough.

They don’t set goals or write detailed plans. They don’t make ‘New Year’s Resolutions’. They know what they want and spend their time taking action.

And their “system” works.

They don’t forget things. They never worry about having too much to do, or stress out about what they haven’t done.

Their system works because they trust their subconscious mind to know what they want and show them what to do to get it.

I know, you’re life is complicated and you want more. You can still use your favorite tools and techniques. Just don’t obsess over them, or spend so much time tweaking them that you don’t have time for anything else.

The new year is upon us. It’s a good time to re-think your system. Get rid of things that aren’t necessary or don’t serve you and simplify everything else.

You might want to start over. Pretend you have no system. One by one, add back things that work.

And ignore the rest.

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Filed Under: Goal Setting, Productivity, success

Quicker than search?

December 28, 2020 by
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The quickest way to find a digital file is to search for it by keyword, client, or date. Tags, labels, and other meta data can also help.

But they only work if you know what you’re looking for.

Sometimes, you don’t. The only way to find what you want is to manually browse through your files and notes and hope you get lucky.

It’s worse with paper files.

Unless you have a better filing system. One that allows you to narrow your search to a small segment of “everything”.

I’ve been using Tiago Forte’s PARA method to organize things and there’s a lot I like about it. At it’s simplest, you organize everything according to 4 categories: P is for (current) Projects, A is for Areas (of focus), R is for Resources, and A is for Archive (completed projects, settled cases, things you no longer need).

Since I no longer use a separate task manager, I added one more category: Tasks.

Projects and Archive are easy to understand and maintain, but Areas and Resources often overlap. I’m still working my way through this, but I’ve discovered something else I think might help.

It’s called the Johnny.Decimal system and allows you to classify all your “stuff” using numbers, sort of like the Dewey Decimal system used in libraries (but not as complicated or rigid).

The author says that using this system, you can find anything in no more than 2 clicks, but I’m not so sure. I have a lot of stuff! On the other hand, 3 clicks would be a blessing so I’m giving it a go.

Let me know what you think about the PARA system or the Johnny.Decimal system.

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Filed Under: Productivity Tagged With:

3 reasons people avoid estate planning

December 18, 2020 by
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Even if don’t handle estate planning, you can probably guess the most common reasons people use to avoid going to the dentist, uh, lawyer. Most people believe they need to do it but many don’t. According to this article, these are the 3 most common excuses:

  • Too busy
  • It’s too complicated and/or expensive
  • Superstition (don’t want to think about dying)

The article offers a few suggestions about things to do if you’re not ready or willing to see a lawyer, such as sharing passwords and a detailed lists of assets and debts, et. al., with loved ones, and using an online service to create a Living Will and/or a Will and Power of Attorney (but isn’t this estate planning?)

Anyway, if you handle estate planning, you probably send clients and prospects a questionnaire or checklist to fill out before their first appointment

Why not use it for people who don’t have an appointment?

Here’s what I mean.

Create a checklist or questionnaire that not only has spaces for them to record information you will need when they do see you, but also explains why that information is important.

In other words, explain the rationale behind estate planning so they can see why they need to do it immediately.

Your questionnaire should also provide some simple things they can do (such as sharing passwords, making a list of assets, etc.). If they do any of these things, they will have begun to think about estate planning, which might make them a bit closer to making an appointment.

Don’t overwhelm them or you might scare them into doing nothing. You might make this a preliminary checklist, to get them started and thinking about their “stuff”. Give them a comprehensive version once they make an appointment.

You should do this even if you don’t do estate planning.

Ask an estate planning friend to provide you with a questionnaire you can send to your clients. Your clients benefit, your friend will get some new clients, and you score points with everyone.

Ready to take a quantum leap in the new year? Here

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Filed Under: Marketing legal services

Advertising for lawyers who don’t advertise

December 17, 2020 by
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My insurance company sent me a couple of face masks. The masks have a message on them, about staying safe, and the name of the company.

Just the latest in a long line of “advertising specialties” businesses and professionals send to their clients and customers. Things like pens, scratch pads, key chains, calendars, coffee mugs, and the like, containing the name and phone number or website of the business or professional.

Every lawyer should consider something like this, even the ones who don’t advertise, because the real purpose of that pen or calendar or key chain isn’t primarily to advertise your services to new prospects but to keep your name in front of the people you send them to–clients, prospects, and business contacts.

Each time they use that pen or notepad, they see your name. If and when they need legal help, or talk to someone who does, they are more likely to contact you or give your name to their friend.

Search “ad specs,” as they referred to in the trade, and you’ll see a long list of things you can send or hand out to people, everything from drink coasters to desk caddies to refrigerator magnets, and now face masks.

Along with your name and website, you can print a list of your practice areas, and any advertising jargon you deem appropriate.

If you have a slogan printed on it, here’s a tip: Don’t use ‘Lawyers do it Their Briefs’ or “My Lawyer is Better than Your Lawyer.”

Wait, that last one might actually be okay. Maybe I’ll have that printed on a baseball cap.

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Filed Under: Advertising

A better way to ask for referrals

December 16, 2020 by
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You’ve heard me say that when you ask for referrals, you get more referrals.

I’ve heard you say you don’t want to ask.

Well, there are ways to “ask” without asking.

When you write an article or blog post, for example, and share a success story about a case you handled, you can casually mention that said case or client was referred to you by another client who had a similar case or situation and received a positive outcome.

Your reader sees that you were successful in helping two clients with that problem. They also see that your clients refer other clients to you, suggesting that they can, too.

There are many other ways to “ask without asking,” and, if “asking” makes you uncomfortable, you should avail yourself of them. They are spelled out in my Maximum Referrals course.

Now, if you’re not uncomfortable asking for referrals, from clients or prospects or professional contacts, when you do ask, I have a tip for you:

Be specific.

Don’t simply ask, “Do you know anyone who needs an attorney?” That’s too broad and begs the listener to say no.

Instead, when you’re speaking to a small business client, for example, ask if they know a couple of business owners or execs who might need help protecting their assets or re-negotiating their lease (or with the legal situation you’re helping them with).

Being specific makes it more likely they’ll think about someone they know in the context of your services. You can then ask for an introduction or ask them to give them your card.

Another way to be specific is to help them think about people they know in a given context: from work, from church, in their neighborhood, or their customers or clients.

“Do you have any clients who might need help with. . .?”

Now, here’s another way to ask for referrals without asking. You can do this in person, on the phone, via email, or in your content:

“If you know anyone who could use [help or advice] with [a legal problem or situation], tell them go to [web page] to download a copy of my free report [problem-solving, benefit oriented title]. . .”

Reframe “asking” into “offering” and you’ll get more people sending people your way.

For more ways to get referrals without asking in Maximum Referrals

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Filed Under: Referrals

No wonder lawyers hate marketing

December 15, 2020 by
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I just read the sales page for an upcoming webinar series about creating a “content marketing and SEO Action Plan for 2021”.

It promises to show lawyers how to improve marketing results by improving click-through-rates, using better meta tags, lowering bounce rates, decreasing website load time, and utilizing “social signals,” “topic clusters,” and “page positioning” to get more engagement.

They promise to show us how to use video and podcasts to “enhance your thought leadership and improve your mobile user experience and search rankings”.

And that’s just for starters.

I think I speak for many attorneys when I say, “Hey, we don’t want to learn all this stuff; we just want to practice law.”

Sure, we want to rank higher. We want more people reading our stuff and taking action. But we’re busy, handling important things our clients hired us to do, and being a webmaster isn’t one of them.

So, while we need to have some understanding of the technical aspects of online marketing, we’re probably better off hiring someone to do most of it for us.

But, here’s another thought.

Why not do something simpler. Something that doesn’t require spending great sums to hire people.

Like getting more repeat business and referrals, for example.

Something that doesn’t take a lot of time to learn or do, and usually brings in better clients than you get off the web.

And then, when you’re earning more money than you know what to do with, you can hire someone to improve your website so you can earn even more.

If getting more repeat business and referrals sounds good to you, get my Maximum Referrals course to learn how.

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Filed Under: Marketing legal services, Online Marketing, Referrals

3 keys to an effective marketing plan

December 14, 2020 by
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You want to get more clients and increase your income, right?

You need a plan.

It doesn’t have to be extensive. A page or two is probably enough. But your plan should be specific and address these 3 elements:

(1) Who is your ideal client?

What kinds of legal problems do they have? How big are those problems or cases? How often do they need legal help?

What do they “look” like? Are they small businesses? Individuals? Professionals? Fortune 500? What industry, market, or occupation?

What makes them ideal clients for you? Are they influential in their niche? Can they pay big retainers? Are they easy to work with?

(2) How will you reach them?

Prospective clients are only as good as your ability to communicate with them.

Where will you find your ideal clients? What do they read? Who do they follow? Where do they hang out?

Which tools will you use to communicate with them?

  • Referrals
  • Advertising
  • Search/websites
  • Blogs, articles, speaking
  • Social media/networking
  • Brochures/handouts
  • Joint ventures/marketing alliances
  • Publicity

Will you focus on “warm market”–people you know–or cold market? Will you use “one-step” marketing or “multi-step” (lead generation)?

(3) What will you tell them?

What is your message? What headlines or subject lines will you use? What will you offer? What will you ask them to do (what’s the next step)?

Why should they choose you? What do you offer that other lawyers don’t? What do you do better or differently?

How will you build trust? What testimonials or success stories will you show them? What will you tell them about your capabilities and reputation?

The purpose of your plan isn’t to provide a blueprint of everything you will do, it is to help you think about what you want and what you can do to get it.

It gives you a place to start.

Your plan should be simple to write and simple to do, so you’ll do it.

The Attorney Marketing Formula helps you create a simple marketing plan that will work for you.

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Filed Under: Marketing legal services

Small and specific

December 11, 2020 by
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My ideal client is a sole practitioner, partner or associate in a small firm, who primarily represents consumers or small businesses, handles much of their own marketing, wants more referrals, and wants to start or grow an email list.

I don’t turn away lawyers who don’t fit the profile, nor other types of professionals or small business owners who want to get more clients and increase their income. I just don’t target them.

How about you? Who is your ideal client?

If you don’t know, it’s time to choose one. It will make your marketing more effective and your practice more profitable and satisfying.

Start with a few key characteristics that are meaningful to you. Here are a few ideas to get you started:

Describe their industry, niche or market, where they live or are domiciled, their occupation, clients or customers, friends and/or business contacts.

List the types of legal matters they tend to have, and how much work they may have for you. Do they have ongoing or recurring needs? When they need legal help, how urgently do they need it?

Where do they tend to look to find an attorney? What social media platforms do they favor? What groups or associations do they belong to?

What publications or podcasts do they read or listen to (so you can create content or ads therefor?)

A good place to start is by examining your existing and former clients. Choose ten or twenty of the “best” and create a composite profile.

Include details like how they found you and why you consider them ideal, e.g., they pay well and on time, they don’t micro-manage, they know a lot of people in their industry or local market (referrals, introductions), they have the potential to bring you lots of business, why you like working with them, and so on.

The smaller and more specific your profile, the easier it will be to find and attract your ideal client. You’ll save time and money and get more of the kinds of clients you want.

Later, you can expand the profile or add additional profiles.

I suggest you start (or revise) your ideal client profile immediately, so you can get next year off to a good start.

The Attorney Marketing Formula will help you do that

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Filed Under: Marketing legal services, Marketing Plan

The most important marketing metric?

December 10, 2020 by
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How do you know your marketing is working? You look at your numbers.

The amount of traffic to your site, the number of new subscribers, the number of leads and conversions, tell you a lot about what you’re doing right.

If you advertise, you track keywords and publications, ad copy, headlines, and offers, so you can do more of what’s working and less of what isn’t.

You record the number of new clients you get each month, and where they came from. You track your revenue, and which types of work and which types of clients are producing it.

But there’s one number that is arguably more important than any other: the number of clients who hire you again.

It’s a number many professionals take for granted. They assume that if their client needs them again, for the same or other types of work, they’ll call on them.

But that’s not always true.

There are many reasons why clients don’t return. And when they don’t, you need to find out why.

Some things you can fix. Some you can’t. But you can’t do anything if you don’t know who needs you but doesn’t return, and why.

That’s why you stay in touch with your clients after the initial engagement. That’s why you talk to them, survey them, and build relationships with them.

You want to know what’s going on their life or business and see what you can do to help them, and remind them that you’re just a call away.

Ultimately, if a client needs your help and doesn’t return, there is only one acceptable reason: they can no longer afford you. But you need to know that, too, so you can refer them to an attorney in their price range.

If the work you do typically doesn’t have much return business, e.g., consumer bankruptcy work, your key metric should be referrals.

If a client can refer other clients to you, but doesn’t, you need to find out why so you can do something about it.

The Quantum Leap Marketing System for Attorneys

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Filed Under: Law office management, Marketing legal services

Jumanji for Lawyers: Welcome to the Jungle

December 9, 2020 by
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Let’s play a game. The “who can build a successful practice quicker” game.

The winner of this game gets to build a successful practice and has bragging rights. They might even get a sequel.

The loser might have to admit they’ve been working too hard.

Here are the rules.

My market consists of 100 fans–people who know, like, and trust me. They’ve either hired me before or know someone who has.

Your market consists of 10,000 random people. Nobody has heard of you.

I have contact information for my 100 fans. I can write to them or call them. When they get a letter or email from me, they read it.

You reach your 10,000 primarily by advertising and you have the wherewithal to do that.

Okay, are you ready? Let’s play!

I send an email to my list, say hello and wish them well. You take out an ad and tell people about your services.

You get a fair number of leads, requests for free advice, people with no case and no money, and a few serious prospects. One person needs your services and has the ability to pay. You get one client but break even because of the cost of your ads.

My list doesn’t need me right now but they appreciate hearing from me.

Next month, you run your ads again and get another client, but don’t earn enough to cover your ad costs.

I send my list another email, along with some information about a subject I think might interest them. A get a few ‘thank you’s,’ a few ask questions, but no business.

In the third month, you get more inquiries and another client. You’re at break even.

I get a repeat client, who pays me enough to cover most of my overhead for the month.

Fourth month, you get two new clients and earn a small profit. You’re happy about that and look forward to getting more.

I get another repeat client and one new client, referred to me by someone on my list. I bring in the same amount of fees you do but because I have zero ad expense, I’m pulling ahead of you.

The game continues.

Each month, we both bring in business. Throughout the year, you continue to advertise. Some months are profitable, some months you lose money, but at the end of the year, after paying all of your advertising and related expenses, you’re earning a decent living from your ads. You’re thinking about expanding next year.

I’ve had a good year, too. I’m brought in a lot of repeat business and referrals and grown my list from 100 to 300. I have no ad expenses, my overhead is lower than yours because I don’t need as many employees to handle the work (or to speak to prospects), so I’m netting about the same as you.

After one year, it looks like we’re both doing well. We both get to play again in the sequel.

The lesson is there are different ways to play the game and no reason to limit ourselves to just one.

Advertise if you want to, do anything else you want to do to bring in business, build your list, and stay in touch with everyone.

Thanks for playing.

How to build your practice with a newsletter

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Filed Under: Marketing legal services
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